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Food BiotechnologyFood BiotechnologyUnderstanding the Consumer for Understanding the Consumer for
Effective CommunicationEffective Communication
Cheryl Toner, MS, RDCheryl Toner, MS, RDDirector, Health CommunicationsDirector, Health Communications
International Food Information Council and FoundationInternational Food Information Council and Foundation
International Food InformationInternational Food InformationCouncil (IFIC) and IFIC FoundationCouncil (IFIC) and IFIC Foundation
Mission: To communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators and government officials.
Primarily supported by the broad-based food, beverage and agricultural industries.
IFIC & IFIC Foundation PartnersIFIC & IFIC Foundation Partners
• American Academy of Allergy, Asthma and Immunology
• National Foundation for Integrated Pest Management Education
• American Academy of Family Physicians Foundation
• National Policy and Resource Center on Nutrition and Aging, Florida Int’l University
• American College of Obstetricians and Gynecologists
• President’s Council on Physical Fitness and Sports American College of Sports Medicine
• The American Dietetic Association
• Scripps Clinic and Research Foundation
• Council for Agricultural Science and Technology
• University of Illinois Functional Foods for Health Program
• Association of Women's Health, Obstetric, and Neonatal Nurses
• U.S. Department of Agriculture
• Consumer Federation of America
• The Food Allergy and Anaphylaxis Network
• U.S. Environmental Protection Agency
• U.S. Food and Drug Administration
• Food Marketing Institute
• National Association of Pediatric Nurse Practitioners, Inc.
• Institute of Food Technologists
• University of Hawaii College of Tropical Agriculture and Human Resources
““Food Biotechnology: Food Biotechnology: Enhancing Our Food Supply” BrochureEnhancing Our Food Supply” Brochure
Partnership with
IFIC Foundation and
The American Academy of
Family Physicians (AAFP)
Foundation
IFIC Foundation Web SiteIFIC Foundation Web Site
ific.orgific.org•1.5 million hits/ month
•20% users are international
IFIC Foundation’s IFIC Foundation’s Food InsightFood Insight
•45,000 Circulation
•7% International
•6,000 Media
Goal: Effective CommunicationGoal: Effective Communication
Communicate Food-Related Science
in Ways that Serve Both Public Understanding and the
Objectives of the Communicators
• Journal of the National Cancer Institute—February 4, 1998
• Journal of the American MedicalAssociation—February 11, 1998
Harvard / IFIC Foundation GuidelinesHarvard / IFIC Foundation Guidelines
1. Will your communication enhance public understanding of diet and health?
2. Have you put the study findings into context?
3. Have the study or findings been peer-reviewed?
4. Have you disclosed the important facts about the study?
5. Have you disclosed all key information about the study’s funding?
General Guidelines for ALL PARTIES in the Communications Process
Harvard/IFIC, 1998
IFIC Food Biotechnology IFIC Food Biotechnology Consumer Focus Groups - 1992Consumer Focus Groups - 1992
10 U.S. Cities
IFIC’s Food BiotechnologyIFIC’s Food BiotechnologyConsumer ResearchConsumer Research
IDENTITY SCOPE TIME ENERGY RESULTS
Who we are, values and deeds
Respect for nature and limits
Ties to past, commitment to future
We work hard, have a vision
Benefits must be worthy, not frivolous
U.S. Consumer Attitudes TowardU.S. Consumer Attitudes TowardFood BiotechnologyFood Biotechnology
Wirthlin Group Quorum Surveys– March 1997
– February 1999
– October 1999
• Cogent Research– September 2001
– August 2002
• Each based on 1,000 Telephone Interviews of U.S. Adults
• Nationally Projectable
– April 2003– January 2004
– May 2000– January 2001
Are there any foods or ingredients that Are there any foods or ingredients that you have avoided or eaten less of?you have avoided or eaten less of?
IFIC 2004
YesNoDon't know / refused
If yes, what foods or ingredients did If yes, what foods or ingredients did you avoid or eat less of?you avoid or eat less of?
(Multiple responses allowed)
0%
10%
20%
30%
40%
50%
60%
70%
Jan-01
Sep-01
Aug-02
Apr-03
Jan-04
IFIC 2004
Any info not currently on food labels Any info not currently on food labels that you would like to see?that you would like to see?
(Multiple responses allowed, n = 1000)
0%10%20%30%40%50%60%70%80%
Jan-01Sep-01Aug-02Apr-03Jan-04
IFIC 2004
What, if anything, are you most concerned What, if anything, are you most concerned about when it comes to food safety?about when it comes to food safety?
(Multiple responses allowed, n = 1000)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Don't know/refused
Other
Altered/engineered food
Ingredients
Chemicals/pesticides in foods
Disease/contamination
Food handling/preparation
Packaging
Nothing
Jan-04
Apr-03
Aug-02
Sep-01
Jan-01
IFIC 2004
How much have you read orHow much have you read orheard about biotechnology?heard about biotechnology?
64%
66%
68%
70%
72%
74%
76%
78%
80%
Total read orheard
IFIC 2004
Are there any foods produced through Are there any foods produced through biotechnology in the supermarket today?biotechnology in the supermarket today?
0%5%
10%15%20%25%30%35%40%45%50%
Yes
No
Don'tknow/refused
IFIC 2004
Which foods produced through biotech Which foods produced through biotech are currently in the supermarket?are currently in the supermarket?
(multiple answers allowed, n=357)
Top 5 1/04
Vegetables 44%
Meats 22%
Corn 20%
Fruits 18%
Tomatoes 14% IFIC 2004
Likelihood of purchase if modified by Likelihood of purchase if modified by biotechnology to biotechnology to taste better or freshertaste better or fresher
0%
10%
20%
30%
40%
50%
60%
70%
Total likely
Total not likely
Don'tknow/refused
IFIC 2004
. . . if modified by biotechnology to be . . . if modified by biotechnology to be protected protected from insect damage and require fewer pesticidesfrom insect damage and require fewer pesticides
0%10%20%30%40%50%60%70%80%90%
Total likely
Total not likely
Don'tknow/refused
IFIC 2004
Effect on purchasing decision if biotechnology Effect on purchasing decision if biotechnology produced cooking oil produced cooking oil lower in saturated fat
0%
10%
20%
30%
40%
50%
60%
Positive effectNegative effectNo effect
IFIC 2004
Will biotechnology Will biotechnology provide benefitsprovide benefits for you or for you or your family within the next 5 years?your family within the next 5 years?
0%10%20%30%40%50%60%70%80%90%
Yes
No
Don'tknow/refused
IFIC 2004
What benefits do you expect from What benefits do you expect from biotechnology?biotechnology?
(Multiple responses allowed)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Sep-01 Aug-02 Apr-03 Jan-04
Improvedquality/taste/variety
Health and Nutrition
Reducedchemicals/pesticides
Safety
Reduced Price
Improved crops/yield
IFIC 2004
Support for FDA Labeling Policy
0%10%20%30%40%50%60%70%80% Don't know/refused
Neither support noroppose
Total oppose
Total support
IFIC 2004
During the past few months, have you taken During the past few months, have you taken any action due to concerns about biotech any action due to concerns about biotech
foods?foods?
0%10%20%30%40%50%60%70%80%90%
100%
Yes
No
IFIC 2004
How much have you read or heard about animal biotechnology?
A lot 8%
Some 21%
A little 31%
Nothing at all 39%
Don’t know 1%
IFIC 2004
What have you read or heard about animal biotechnology?
(Multiple responses allowed)
Cloning 17%Faster growth/Bigger animals/More meat, milk, eggs 9%Hormones 8%Genetic engineering 5%Disease resistance/ Animal health/ Safer food 4%Changes to animal feed 4%Better food quality 3%Concerns about effects/ Testing needed 3%Steroids 3%Other 19% (Includes Mad Cow 2%)--------------------------
Nothing specific 6%Don’t know/ Refused 39% IFIC 2004
Impression of using animal biotechnology to produce meat, milk, and eggs
Total Favorable 28%Very Favorable 7%Somewhat Favorable 21%
Neither 11%
Total Not Favorable 29%Not Very Favorable 11%Not at all Favorable 18%
Don’t Know 32%
IFIC 2004
Animal biotechnology can…Animal biotechnology can…
Positive Negative No Effect DK
…increase farm 39% 21% 34% 6%
efficiency by increasing
the amount of food
produced or decreasing
the amount of feed
needed by the animals.
IFIC 2004
Animal biotechnology can…Animal biotechnology can…
Positive Negative No Effect DK
…improve the quality 58% 14% 23% 5% and safety of food
IFIC 2004
Animal biotechnology can…Animal biotechnology can…
Positive Negative No Effect DK
…reduce the 52% 13% 26% 9%environmental impactof animal waste
IFIC 2004
GENOMICS…uses knowledge about genetics to improve
overall animal care and nutrition
Total Favorable 55% Very Favorable 17%
Somewhat Favorable 38%
Neither 15%Total Not Favorable 23%
Somewhat Unfavorable 9%Very Unfavorable 14%
Don’t Know 8%IFIC 2004
GENETIC ENGINEERING…allows us to move beneficial traits from one
animal to another in a precise way
Total Favorable 36%Very Favorable 11%Somewhat Favorable 25%
Neither 12%
Total Not Favorable 48%Somewhat Unfavorable 16%Very Unfavorable 32%
Don’t Know 4%IFIC 2004
CLONING…retains desirable traits by producing animals
that are biologically identical to the parent
Total Favorable 18%Very Favorable 4%Somewhat Favorable 14%
Neither 9%
Total Not Favorable 71%Somewhat Unfavorable 15%Very Unfavorable 56%
Don’t Know 2%IFIC 2004
Impact of FDA safety determination on intent Impact of FDA safety determination on intent to purchase meat, milk, and eggs from to purchase meat, milk, and eggs from GENETICALLY ENGINEERED animalsGENETICALLY ENGINEERED animals
Total Likely 59%Very Likely 20%
Somewhat Likely 39%
Total Unlikely 38%Not too Likely 18%Not at all Likely 20%
Don’t Know 4%IFIC 2004
Impact of FDA safety determination on intent Impact of FDA safety determination on intent to purchase meat, milk, and eggs fromto purchase meat, milk, and eggs from
CLONED animalsCLONED animals
Total Likely 34%Very Likely 12%Somewhat Likely 22%
Total Unlikely 62%Not too Likely 19%Not at all Likely 43%
Don’t Know 4%
IFIC 2004
Factors Affecting Consumer Attitudes Factors Affecting Consumer Attitudes Toward Food BiotechnologyToward Food Biotechnology
• Awareness
• Information Sources
• Education
• Trust
• Perceptions on Food Safety
• Terminology
– “Biotechnology”; Not “GMO”
Potential Factors Influencing 2004 Attitudes Potential Factors Influencing 2004 Attitudes
• High overall awareness, but knowledge not deep
• Biotechnology is not a food safety concern• “Mad Cow” in U.S.
• Overall support for FDA labeling policy holding• Support associated with higher awareness and education (
< .05)
• Consumer expect benefits from biotechnology
• Animal biotechnology: The jury is still out• Higher awareness associated with likelihood to purchase (
< .05)
Communicating with ConsumersCommunicating with Consumers
• Place biotechnology in context• Explain goals and benefits• Give accurate view of safety• Speak in familiar terms• Tell stories about real foods, products,
and applications
FDANAS
House Science Subcommittee
IFTADA
OECD
The Weight of the EvidenceThe Weight of the Evidence